Open coding is a foundational qualitative research method drawn from grounded theory, in which analysts systematically work through raw data and assign short descriptive labels to meaningful segments. Unlike deductive coding, open coding is inductive: researchers follow what the data actually says rather than applying a fixed framework in advance. The process surfaces patterns, tensions, and themes that might otherwise go unnoticed, making it especially valuable in exploratory consumer research, brand perception studies, and concept testing. In qualitative research practice, open coding typically precedes axial and selective coding, progressively moving from granular observations toward higher-order themes that can inform strategic decisions.